As I enter new markets I hear lots of stories from people who brought their equipment to different shops. Because the customers have become used to the way our competitors do business, they take the competitors’ word as gospel. I’m going to use this week’s space to debunk some of these.
1. The virus killed the hard drive. Viruses are simply little programs that run in the background and collect data. The hard drive is the piece of hardware to which Windows and other software is installed. Though it is possible for a virus to attach itself to a hard drive, it will not cause physical damage. Damage done from a virus can be remedied without replacing hardware.
2. Having two installations of antivirus software is better than one. Multiple pieces of virus software slow a computer to a turtle’s pace and can defeat each other. Some antivirus software definitions are made similarly to the virus they are defending against and can be falsely picked up as a virus. One would think redundancy is favored; when in reality one good title is better than two any day.
3. Deleting pictures or data will make a computer run faster. Processors, memory and operating system enhancements make a computer run faster. This lie is usually the result of technician error or a sales ploy. Shops make good money selling peripheral devices such as external hard drives.
4. Free PC tune-ups will fix computer issues. Ah, no. Free PC tune-ups are almost always guaranteed to result in additional business. A training video I watched for a big box store explained that 90% of the free giveaways can be converted to virus removals at almost $200.00 per customer.
5. There are more issues then we originally anticipated. This kind of parallels my number 4. The difference is you’ve already signed to have the initial work done and the service group has already hooked you for X amount of dollars. When called, most people will fall for the up-sell.
6. Laptop cooling fans help the machine run more efficiently. They’re always an add-on sale but they simply don’t work. Blowing out fans once a month and keeping the laptop on a hard flat surface is more than adequate. Provided the little rubber feet are intact, the laptop’s fan is more than adequate.
7. The latest hardware or software will make for a better experience. Can you type faster than your computer? If the answer is yes, then it’s time for new. Simple reality: Most computers are fast enough for most users. Before spending money, try removing unnecessary software.
8. It takes a week to 10 days to fix most computer problems. Smoke and mirrors plague the computer industry. If businesses were up to their game they could turn over a repair in one day. Granted, some parts take time to be delivered but c’mon, a week is a little over the top.
9. “Whoa, I’ve never seen anything like this!” A couple of the businesses I compete with use this type of line with all their customers. It’s a computer and I would suspect if you’re in the business you’ve seen one or two. If anyone uses this sales tactic then find a new vendor because this is an old and very slimy method of trying to increase sales.
10. Windows can be installed for $40.00. Windows 7 Home Premium simply costs $120.00 per license. If something is too good a price you should be leery. If you do find a legitimate deal on software make sure you walk away with the media and license key then let me know.
Caveat emptor (or buyer beware) seems to be the unofficial mottos attached to many computer repair businesses. The sad irony is even stores with big flashy signs and huge advertising budgets have stooped or even created some of these ploys. Before you sign anything or consent to any repairs make sure you understand exactly what you’re authorizing.
(Jeromy Patriquin is the President of Laptop & Computer Repair, Inc. located at 509 Main St. in Gardner. You can call him directly at (978) 919-8059) or visit www.LocalComputerWiz.com.